Ha. That is a good question. There are a few local papers in my area that routinely ignore my emails. Forget emailing and call the devils. I have noticed a local website in my small pond getting a load of IBL's from US newspapers. It is clearly a bought package and when I was poking around a couple of months ago I came across a page about buying bulk advertising on newspaer sites in this way. I'm sure that is what he did, but am not interested in going down that road, so I eventually dumped the information. If you want to PM me, I'll give you a bit more background and you can do your own detective work from that.
1. Make really quality site. Editor have to think their readers are interested about your site. 2. Many newspapers get 1000 mails per day and they simply ignor them. So, e10 give you useful advice - just call them and they can't ignor you.